TKO Group Holdings, the parent company of UFC, Zuffa Boxing, and Polymarket, has launched a multi-year partnership to bring real-time prediction markets into live combat sports.
Polymarket will provide real-time data visualizations of fan sentiment and momentum during fights. This will offer an additional layer of engagement alongside traditional sports betting.
Ariel Emanuel, executive chair and CEO of TKO, stated, “By partnering with Shayne and his team at Polymarket, we’re unlocking a new dimension of fan engagement […] Integrating Polymarket with the UFC and Zuffa Boxing live experience will help fans interact with these events in real time, transforming passive viewership into active participation.”
UFC and Polymarket to collaborate on a new custom social series
Polymarket will activate UFC’s brand across a wide array of UFC premium assets, including live events, broadcasts, and social media content. Polymarket will also power the real-time Fan Prediction Scoreboard within UFC broadcasts.
According to TKO, “the Fan Prediction Scoreboard will transform fan sentiment into a visible, data-driven narrative that measures the unofficial ‘pulse’ of the audience in real time for every UFC event.”
Additionally, UFC and Polymarket will collaborate on a new custom social series entitled Matchup Predictions – Who’s Next? That will run on the social media accounts. Who’s Next? Will show potential matchups for top UFC superstars and champions coming off a win.
Shayne Coplan, the founder and CEO of Polymarket, said, “By bringing prediction markets to the broadcast and arena, we’re giving fans a new way to be part of the action — not just watching outcomes but watching the world’s expectations evolve with every round.”
Polymarket will also serve as the official brand partner of Zuffa Boxing. The new professional boxing promotion is set to launch in January 2026. As the prediction market partner of Zuffa Boxing, Polymarket will bring its fan engagement experiences to Zuffa Boxing events, featuring in-arena activations and custom digital and social content.
All UFC and Zuffa Boxing events will be available exclusively in the US on Paramount’s direct-to-consumer streaming platform, Paramount+, starting in 2026. This will unlock greater accessibility and discoverability for sports fans and Polymarket users.
Meanwhile, TKO Group Holdings Inc. reported an earnings per share of $0.47, falling short of the anticipated $0.58. This marks an 18.97% miss. However, TKO Group’s revenue for the quarter was $1.12 billion, slightly exceeding the expected $1.11 billion.
Polymarket builds more market collaborations
The partnership builds on Polymarket’s recent collaboration with daily fantasy sports operators, integrating event contracts directly into their platforms. Recently, Polymarket became Yahoo Finance’s exclusive prediction market partner, a week after Google Finance said it would integrate Polymarket’s and Kalshi’s prediction data into its finance AI tools.
The announcement comes as Polymarket prepares to fully return to the US market. The company currently blocks American users on its global site. However, the company acquired a CFTC-registered exchange in July and is developing a separate domestic platform.
Still, Polymarket’s progress has been delayed due to the federal government shutdown, reports InGame, which has halted the processing of self-certifications necessary for new contracts.
As reported by Cryptopolitan, Polymarket has quietly relaunched in the US in beta mode.
Shayne Coplan said at Cantor Fitzgerald’s crypto conference that the US platform is “live and operational,” allowing select users to place bets on real contracts. The platform is in its final stages before officially opening up in the US, the report said.
Meanwhile, traders are looking forward to the rollout of its native crypto coin POLY, as confirmed by Polymarket Chief Marketing Officer Matthew Modabber. The news has drawn even more traders to its prediction markets as they seek to meet its yet-to-be-disclosed airdrop qualifications.
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